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Integrated Marketing Communications
To give students in depth knowledge of various elements integrated marketing communications
Introduction to Integrated Marketing Communications
• Concept of Integrated Marketing Communications (IMC)
• IMC Process
• Elements of IMC (Advertising, Sales Promotion, Publicity, Personal Selling, Direct marketing, Events and Sponsorships, Packaging and Customer Service
Consumer Sales Promotion
• Objectives of Sales Promotion
• Sales – Promotion Tools
• The Media of Consumer Sales Promotion
• Consumer Sales Promotion Strategies
Communication with Distribution Channels
• Trade Promotions – Objectives
• Trade Promotion Tools
• Trade Promotion Strategies
Personal Selling and Direct Marketing
• Introduction and Objectives of Personal Selling
• Personal Selling Strategies
• CRM and Personal Selling
• The Personal Selling Process
• Integrating Personal Selling with Advertising, Public Relations and Sales Promotion
• Strengths and Limitations of Personal Selling
Direct Marketing – Personalized and Interactive Communication
• Objectives and Strengths of Direct Marketing
• Components and strategies
Direct Mail, Tele Marketing
Public Relations
• Definition, need and objectives of Public Relations
• Comparison between Advertising and Public Relations
• Basic elements of Public Relations
• Objectives of Public Relations
Public Relations activities
• Marketing Public Relations
• Social Marketing
• Cause Related Marketing
• Green Marketing and Pro – Environmental Activities
• Crisis Management
Public Relation Advertising
Globalization in Indian Advertising
Cultural Factors
Market Segmentation
Advertising Styles
The Global Media
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